Let's Talk About - Seamless Brand Presence

Where we are still falling a bit short is seeing the thread between the different media and grasping the potential that lies there. An online car ad might inspire a customer to visit a dealer showroom, while another customer might test a laptop in person before buying it cheaper online.

This isn't about reinventing a whole new system, but rather connecting and leveraging existing initiatives to amplify both reach and conversion. The trick is creating a nonstop loop of activation that can exponentially multiply the ROI of your efforts in both worlds.

Advertisements

Pricing:

Featured Listing

$5

Regular Listing

free

Regular Listing with Reciprocal

free

*Title:

*URL:

Description:

*Your Name:

*Your Email:

*Category:

*Enter the code shown:

This helps prevent automated registrations.

Advertisements

Businesses are starting to understand this, and forward-thinking marketers are using tools to create a consistent brand experience between their print, social, mobile and Web campaigns. This kind of connection can drive an intensified impact across the entire marketing ecosystem and provide insight into how each channel, campaign and strategy influences one another.

Marketers can capitalize on that feeling of a seamless brand presence to drive a stronger interaction between online and offline channels. What's needed is a marketing system that integrates offline display promotions and print advertising with digital marketing such as paid ads, banners and social media posts.

Many sophisticated marketers are already taking these steps; but, they can't be emphasized enough, as they really are low-hanging fruit to drive offline prospects to online channels.

A print or TV ad can supply a Twitter hashtag to drive conversation to social media, while calls-to-action can direct viewers to online programs. QR codes on kiosks and unique tracking URLs can be included to drive leads to online promotions. Even though they're getting a bad rap, in my opinion QR codes still aren't being used enough or used properly. They offer one of the easiest and most powerful conduits that can turn offline strangers into an online audience.

The pendulum swings both ways. A new VisionCritical study of leading social media platforms has found that they spark offline purchases as well as online sales. Digital marketing can also be used to provide a significant boost for trade shows, entertainment events, and other offline venues.

Consider, for instance, using social campaigns to promote an event. Create an official hashtag to share with vendors, attendees and speakers, and you'll be able to track, influence and respond to conversations specific to the event. Promoting the event on your Facebook page will allow you to track "likes" and gain insight into the leads who are interested.

Once the event is underway, you can measure how much of the attendance originated online by offering a special giveaway for social "friends" in attendance. You can also monitor customer or attendee reactions online and respond to questions, or post additional information on the conference website. After the event has ended, all of your social activity will provide you with a wealth of new leads to follow up on and new relationships to build both online and offline.